How to leverage location data collected indoors

Use location intelligence to figure out how your customers interact with a physical space. Then, adapt your processes to improve the customer experience and reach out to them with timely promotions when they’re most likely to be receptive.

Find out all about the hardware you’ll need to start gathering usable data, and the techniques you should deploy to maximise ROI.

What hardware do I need to leverage location data collected indoors?

These are the main types of hardware that progressive brands use to gather data in their venues:

RFID

RFID tags and smart labels can be used to identify and collate data on an item automatically. Use RFID to:

Track items as they’re moved throughout the venue

Identify customers who pay using a credit, debit or loyalty card

Monitor stock volumes in real-time

Bluetooth beacons

Bluetooth beacons can be used to interact with customers’ smartphones. Use beacons to:

Triangulate precise customer locations and movements

Track overall customer footfall and flow

Transmit promotional materials when they enter geo-fenced areas

Wi-Fi

Providing free, high-quality Wi-Fi offers the same advantages as beacons.

But, as the utility value is higher for customers, they’re more likely to provide you with something in return. With Wi-Fi, you can:

Ask customers to provide an email address/loyalty card number to access

Analyse search history and online activities conducted pre-sale

How can I use this data to optimise profitability?

These are just some of the ways you can use location data collected in your store or venue to increase profitability by improving the customer experience and streamlining your operational practices:

In these ways, you can use location intelligence technology to analyse and leverage location data gathered in your venue, and you can make the customer experience more enjoyable and personalised.

This can persuade them to spend more on their current visit, as well as increase the likelihood of them returning in future. It also allows you to be more incisive with your marketing expenditure and logistical operations, enabling you to increase ROI across the board.

Once you have the hardware in place, all you need is some advanced location intelligence software to help you make sense of the data in the shortest time possible.